The word Brand is often associated with big companies or products. Today each person has their own Personal Brand.
Today your Personal Brand is communicated through all the connections and conversations that you have online and offline. Your personal brand is shared through the experiences that people have when they come in contact with you. Your personal brand encompasses all the contact points that you have with people in the various social media communication channels and now increasing collaborative online spaces.
Big Brands know the importance of enhancing customer experience. Customer experience includes the many points of contact that a customer may have with a brand. It might be in buying a product or service. It could be an email, a conversation, or a blog post. When strategically managing your personal brand you need to consider ‘customer experience’ or, as I refer to, your personal brand ‘community experience’.
Each one of us has a Personal Brand.
When my daughter moved into a new city she found a place to live that was in walking distance of where she worked. She enjoyed the morning walks to work. These were opportunities to get out into the fresh air and begin the early mornings with some quiet thinking time. Months later I asked her, “So, are you glad you moved here?” She told me yes she really enjoyed living in the city, it felt like home now. She shared with me the story of her morning walks to work. Each day as she crossed one intersection she often met an elderly man walking the other way. He arose early each morning for his daily walk. Each morning he smiled and said good morning to my daughter and she reciprocated with a ‘Good Morning.” She then told me it was people like that, seeing them each day, that made her really enjoy living in the city.
This elderly man had created a touch point to the city for her. A reoccurring point of contact that allowed the perception that my daughter had of the elderly man and of the city to be one of kindness and friendliness. This man, whether he knew it or not, had a personal brand and had created a touch point.
Each one of us has a Personal Brand.
You may or may not be strategically managing your Personal Brand but you do have a personal brand. Just like with big brands, your personal brand will come in contact with people through a variety of touch points. People may learn more about you through an email, a conversation or a blog post. They may attend a workshop that you run, they may buy a product that you create, or they may have contact with you through sharing a simple smile, a handshake, a ‘like’ in virtual space.
Are you strategically managing these interactions ensuring that there is consistency with your Personal Brand at each Touch Point?
Touch Points are points of interaction that people have with your personal brand.
Your personal brand is enhanced when the little acts, the one on one conversations, the connections made with people, add up to an overall brand experience. This should be a consistent experience with your Personal Brand based on the values that you align yourself with. One single thing you do will not build your personal brand. However, each touch point that is activated will be part of the bigger experience with your Personal Brand. It is a combination of many small acts, conversations, and connections that will build your personal brand awareness.
Each one of us creates Touch Points to our Personal Brand.
Every opportunity that your brand has to come in contact with someone else is called a Touch Point.
It is important that you have a clear and consistent brand identity across all touch points. People may meet you in person, read your blog, comment on your post, watch a YouTube video that you uploaded, collaborate with you on an event, or retweet one of your tweets.
Your personal brand is what people think, feel and expect from you as an individual. It is derived from what a person does, how they act, how they look, and the people that they surround themselves with. Every opportunity that your brand has to come in contact with someone else is called a Touch Point. Today touch points also include contact made in our online space.
Touch Points allow us to build a consistent Personal Brand image across spaces and places both online and in person.
Below are 10 examples of Touch Pointsassociated with a Personal Brand. These are contact points between people and a Personal Brand Community.
- A conversation, in person or online, one-to-one or in a group.
- An email that is replied to. An email that is sent.
- A LinkedIn Profile comment.
- A blog post shared.
- Participation in a community event.
- A post or photo added to Facebook.
- A comment on a post, a tweet, or a shared article.
- A photo uploaded to Instagram.
- A comment on someone else’s photo.
- Participation in an online collaborative team.
Social Media has increased our Touch Points on a global scale.
It is important that you know the touch points that exist with your Personal Brand so that you can strategically manage a consistent personal brand image. This will ensure that the impression that people have of you and the reputation that you build are consistent with how you strategically manage your personal brand.
- Make a list of all the Touch Points that you know exist with your Personal Brand.
- Consider your Personal Brand values. Are they consistent across all Touch Points?
- List 3 things that you can do in the next month to enhance your Personal Brand through Touch Points.
Until the Next Post:
Make a point to be aware of the Touch Points that exist with your Personal Brand.
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“Social Media is a Conversation.”